Bulk email guidelines: how to avoid spam filters

Spam is unsolicited email. Even bulk emails that are based on customer subscriptions can be classified as spam in mail systems. From 10% to 20% of all emails fall into this category. You can decrease this ratio by understanding how spam filters work.

Each mail provider has its own rules and criteria for spam classification, which are being constantly improved. It is important to keep a good reputation of your account with Mandrill, as the higher your reputation is, the less likely it is that your emails will be flagged as spam. There are a few general rules to be followed to minimize email blocking by spam filters.

•It is essential to add an unsubscribe link to bulk email. The link should be well-marked and clear for the recipient. If recipients have no opportunity to unsubscribe, they can male a spam complaint (mark the email as spam). This can cause emails to receive spam complaints from all users with one mail provider.

•It is not recommended to use email lists that are acquired from third parties. As the recipients did not give their consent for receiving emails, spam complaints may be frequently made.

•The content of the email should meet the expectation of the recipients. If the email looks like spam and does not spark any interest, the recipient may mark this email as spam. The subject of the email should reflect the essence of the message.

•It is not recommended to send emails too frequently. Spam filters might consider such emails as spam.

•It is not recommended to change email addresses frequently once the IP address is the same.

•Use only current email addresses. Emails usually have a short life cycle as users often delete them and create new ones. An email address that was added to bulk email six months ago should be considered as outdated.